Miller Brewing plans to leverage its NFL sponsorship with a series of promotions tied to its best-seller, Miller Lite. Next week the Milwaukee-based brewer will run an ad from Fallon
McElligot, Minneapolis, to support the Miller Lite NFL Handbook, available in packages of Miller beers. In October, the brewer will hold bar tryouts to find four male and female cheerleaders to appear in additional ads. The four, along with 60 sweepstakes winners, also garner trips to the Super Bowl. In December the brewer will break ads promoting an inflatable chair.
Copyright August 1997, Crain Communications Inc.